I'm going to share with you the top 10 mistakes that I see most event planners make. My goal is to help you avoid making some of these same mistakes that could cost you a lot of money. Let's get started.
Mistake number one is the failure to identify the event objectives. This is a very common mistake, so be sure to know 100% what your management or your client expects from this meeting list your three top objectives. Examples would include education, recruiting, customer retention, awards, presentations, new product rollout, executive installation, et cetera.
Mistake number two is the failure to budget properly. Many planners make this mistake by overlooking some very costly items. Specifically consider speaker, travel, artists and entertainment, backstage demands, audio, visual requirements, power fire permits, Internet costs, program handouts, shipping charges, union overtime, decorations, security, and afternoon break refreshments. Don't overlook these costs.
Mistake number three is the failure to select the right facility. This mistake can destroy even the best event. Things to consider when planning your event are location, location, location. Take into consideration the following items, the locale of your attendees, the proximity of the event to the airport, easy access to freeways and other major thoroughfares and very important traffic patterns. Meeting room location, meaning room size and parking availability and fees will also affect your attendance.
Mistake number four is the failure to hire the right speaker or entertainer. You may imagine that you are alone in your worries over the event but it is also your entertainer’s worst nightmare to have an event flop. To avoid this, be sure to use a reputable skilled speaker or entertainer whom you've personally seen or whose references you thoroughly checked. Making sure you have the right people for the right job will ensure that your event runs as smoothly as possible. Also, as a bonus tip, be sure you carefully read their entire agreement before signing.
Number five is a failure to identify and secure a solid prospect list in advance. I can't tell you how many times I have seen events fail because of this one factor. Secure your entire prospect list or marketing partner commitments in writing before securing your date. Be Sure your list has all names, titles, mailing addresses, email addresses, social media contacts, phone numbers, et cetera. And if you're using a marketing partner, be very specific in writing about what they will send out and where your attendees can register if you don't reach them. Trust me being diligent about this kind of stuff will save you a massive headache if anything should go wrong and the reassurance of having it will make you feel more confident in your demands.
Number six is the failure to prepare a marketing plan. This definitely ranks in the top three with regards to the importance when planning an event. Be sure to lay out your marketing timelines. Set goals, and create marketing target dates, plan your contacts by social media, mail, email, telephone, et cetera.
Mistake number seven is the failure to secure strong contracts. Here's where you can really run into trouble. Do not promote your event without legibly signed contracts for every aspect of your event, including your speaker, the facility, and all other contractors. Period. As I mentioned before taking these steps will guard you against potential future mishaps. Whether that is a contractor who tires to alter the agreement or a late speaker you’ll have all the paperwork to hold your position.
Mistake number eight is the failure to create the right environment with the hundreds of details you plan for every event. Don't overlook your meeting environment, lighting, seating, room temperature, music, decorations, signage, audio visuals, and the location of the restrooms are all key factors. Get in writing which room you're getting at a hotel or conference center or you will might have the meeting stuck in the most inconvenient location two miles from where you’re staying with the pillars and in the basement.
Mistake number nine is the failure to secure the correct audio visual equipment. Oh boy, I can remember one time my clients spent over a hundred thousand dollars for a beautiful stage production complete with the latest audiovisual equipment. Everything looked fine until the speaker came onto the stage and, after a moment, looked dumbstruck. He was missing an important piece of equipment to give his visual presentation. We thought we ordered what his staff requested for him. Obviously, we hadn't. This was a powerful lesson. I want to help you avoid, get it in writing. Request a written list of audiovisual needs from every presenter or entertainer and feedback from them. Stage a thorough run through well in advance of your event start time to be sure everything works properly. If there are going to be surprises you’d rather reveal them before your event rather than in the middle of it.
And finally, mistake number 10 is the failure to market the event properly. Once you've created your marketing plan, stick to it. Once your event is booked, it's critical that all of your marketing contacts go out as planned. Preplan your blog posts, your social media posts, email messaging, et cetera. That way your messaging stays on time while you handle the hundreds of other details associated with your event. And remember, use every means available to reach your attendees. One method alone does not reach everyone because of all the different generations in today's marketplace. Hopefully with these tips in mind you can avoid some of the common pitfalls of event planning. Even though it may be impossible to anticipate every single problem that could occur with the right forethought and planning you minimize the chance of something catastrophically unexpected ruining your event. I wish you good luck on your future events and hope these tips were helpful.
